Green Bay Packers coach Mike McCarthy reacts while waiting to pose for photographs with golfers on the first tee box at the Mike McCarthy Cystic Fibrosis Celebrity Golf Tournament on June 6, 2011, at the Green Bay Country Club. USA TODAY NETWORK-Wisconsin

Green Bay Packers coach Mike McCarthy reacts after James Jones was penalized while making a catch in the end zone in the fourth quarter against the Oakland Raiders on Dec. 20, 2015, at the O.co Coliseum in Oakland, Calif. Evan Siegle/P-G Media, Evan Siegle/P-G Media

Green Bay Packers coach Mike McCarthy reacts after the Packers tied the game up against the Arizona Cardinals at the end of the fourth quarter during an NFC divisional playoff game at University of Phoenix Stadium in Glendale, Ariz. USA TODAY NETWORK-Wisconsin

Green Bay Packers coach Mike McCarthy yells out to the field during a stop in play during their game against the Tennessee Titans on Nov. 13, 2016, at Nissan Stadium in Nashville. Danny Damiani/USA TODAY NETWORK-

DE PERE – Former Packers head coach Mike McCarthy has made his last "Challenge!" for Cellcom.

Aside from his Packers duties, McCarthy probably is best known for his ubiquitous appearances as a spokesman for the De Pere-based regional wireless provider, especially on television, where he shouts "Challenge!" and throws a red flag when a wireless user runs into a problem with another provider.

McCarthy's endorsement deal ended Sunday because it was tied to him being head coach of the Green Bay Packers, said Brighid Riordan, Cellcom chief innovation officer and vice president of emerging services and public affairs. McCarthy was fired as coach after the Packers lost Sunday to the Arizona Cardinals. He was in his 13th year with the team and his seventh with Cellcom.

"I think it's safe to say Mike McCarthy is a beloved part of our community," Riordan said. "For us, it's not about being fancy, for lack of a better word. It's about the values of a person. His integrity, his generosity, his humility; he was just such an upstanding person."